Nova Scotia has pulled out the big guns in creating a viral advertising campaign to promote their province. Forget about our little ‘Spirited Energy’ efforts here in Manitoba, you should see this website!
The province created PomegranatePhone.com, a website dedicated to a new all-in-one mobile device that can apparently brew you coffee, transform into a harmonica and even flip into a shaver for those pesky midday whiskers. The site features a tutorial on the phone’s features in a Flash movie environment.
There is also no indication on the site that it’s run by the province of Nova Scotia.
After viewing this new, jaw-dropping technology, clicking on the “Release Date” link finally takes you to another page which displays this message, “Someday you’ll be able to get everything you want in one device. Today you can get everything you want in one place.” You’re then redirected to a micro-site promoting Nova Scotia. Ah, they gotcha!
Their marketing gurus really hit it out of the park with this one. I didn’t know about the site until I received an e-mail from a friend in Florida. Yes, Florida! This site has gone worldwide, sometimes taking several minutes to load due to the amount of traffic.
The province is spending $300,000 in total to promote the “Pomegranate Phone.” A spokesperson who worked on creating the campaign told ChrisD.ca on Tuesday, “We wanted to do something different and explosive. We knew it [the campaign] would create a stir, but we had no idea how far it would spread. It’s a little surreal.”
Surreal is a good word to describe it.